Design360° No.102 - Art Institution's Visual Identity

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No.102 Visual Identities For Art Institutions | 藝術機構的視覺形象

在許多人的觀察中，以藝術機構為代表的文化品牌的視覺形象似乎呈現出某種獨特性，這種獨特性往往源自不同因素，而多重因素的交錯使得更豐富的可變性成為該視覺領域形象的重要特征。

本期雜誌將從藝術博物館的領域出發，通過不同的版塊探索藝術機構這一類型的視覺形象。編者將被視為藝術博物館視覺形象開創者之一的阿姆斯特丹市立博物館的視覺形象作為樣本，拆解其從1945年至今的歷史，理清其發展與形成的脈絡。為展現藝術博物館視覺形象的豐富性，編者對話位於不同地區，有著不同定位的4家藝術博物館，探討他們如何將前衛、創新的視覺形象作為一種品牌策略。展覽海報除了作為主要的傳播媒介外，同時也是構成其視覺形象的部分。由此，3位不同地區的設計師分享了他們如何看待海報在視覺形象塑造中的角色。作為多元角度的補充，編者以卡塞爾文獻展作為一個「反面」的案例，講述它如何以不斷塑造新視覺形象的方式來構建識別度。最後，編者與5位長期服務於藝術機構的設計師對談，以此作為本期雜誌對這類視覺形象討論的回應和總結。通過展示在藝術博物館視覺形象領域參與創作的設計師的探索故事，編者期待更多設計師能在藝術機構的蹊徑中找到打破視覺形象範式的路徑啟發。

In the observation of many people, the visual identity of cultural brands represented by art institutions seems to possess a certain uniqueness, which often stems from different factors, and the interplay of multiple factors makes greater variability a characteristic of visual identities in this field.

In this issue, it will start with the field of art museums and explores the visual identity of this type of art institution through different sections. Starting from the visual identity of the Stedelijk Museum Amsterdam, the editor dissected its history and sorted out the process of its development and formation. To demonstrate the richness, the editor engages in conversations with four art museums from different regions and positions, discussing how they use avant-garde and innovative visual identity as a branding strategy. Exhibition posters serve as not only the primary means of communication but also a part of their visual identity. Thus, three designers share their perspectives on its role in shaping visual identity. As a supplementary perspective, the Kassel documenta is regarded as a “contrasting” case, illustrating how it constructs its distinctiveness through continually shaping new visual identities. Finally, the editor discussed with five designers who have long served art institutions, serving as a response and summary to the discussions on this type of visual identity. By show casing the exploration stories of the designers who involve in the visual identity of art museums, the editor hopes that more designers can find inspiration in breaking the paradigm of visual identity.